Perhaps the only thing that changes more rapidly than technology in today's amped-up digital environment is the terminology used to describe that technology and its impact on consumers--and marketers. One recent example is the advent of the term "omnichannel" marketing, which many struggle to differentiate from another relatively recent term--"multichannel" marketing. Still, those who are most enmeshed in the field say there is a key distinction between the two, and it's one that will have an impact on marketers as they continue to seek ways of having a meaningful impact on the consumers they hope to engage. And, importantly, it's less about technology than it may seem.

Xiam Technologies, a provider of mobile content marketing solutions, has announced the latest release of its MPOS software. MPOS has full capability to dynamically suggest content to the subscriber in real time. MPOS 4.0 guarantees that it can serve real-time recommendations to subscribers on their mobile device within timeframes as low as 50 milliseconds.

Features in MPOS 4.0 include: recommendations possible by location, price, artist, or any attribute, which can be specified in the MPOS system; interactive recommendations that allow the user to express their own tastes; real time recommendation in timeframes of <50ms; enhanced music marketing using data relationship models designed to enable music repositories to be catalogued and modeled for the purpose of making recommendations on an individual level to music lovers over the mobile channel; performance improvements; scalable to Tier 1 operators with 30/40 million subscribers; 100's of millions of transactions per month; support for MS DRM and OMA DRM in pre-integrated DRM Server; and extended search and reporting capability for recommendations and promotions to track automated cross-selling.